T The Influence of Instagram Marketing on Purchasing Decisions with Brand Awareness and Brand Image as Mediating Variables (Case Study of Desserthouse By Widia in Trenggalek Regency)
DOI:
https://doi.org/10.36526/sosioedukasi.v14i4.6527Keywords:
Instagram Marketing, Purchase Decision, Brand Awareness, Brand Image, Generation Z, Social Media, PLS-SEMAbstract
This study examines the influence of marketing through the Instagram platform on Generation Z purchasing decisions, with brand awareness and brand image as mediating variables at Family Business Desserthouse by Widia in Trenggalek Regency. The research method used is a quantitative approach with Partial Least Square–Structural Equation Modeling (PLS-SEM) analysis and involved 125 respondents who are active Instagram users. The results show that marketing through Instagram has a positive and significant influence on brand awareness, brand image, and purchasing decisions. Furthermore, brand awareness is not able to mediate the relationship between Instagram marketing and purchasing decisions, while brand image is proven to be a significant mediating variable between Instagram marketing and purchasing decisions. These results confirm that promotional strategies through attractive and interactive visual content through Instagram are more effective when they are able to form positive perceptions of the brand. The coefficient of determination (R²) value of 0.733 indicates that the variables of Instagram marketing, brand awareness, and brand image together contribute strongly to purchasing decisions. Marketing managers need to design marketing strategies that focus on building a strong brand image through consistent messages, narratives that describe product values, and customer testimonials.
References
Albert William, A., Oktaviani, R., & Matthew, S. (2023). Pengaruh Orientasi Pasar Dan Inovasi Produk Terhadap Kinerja Pemasaran Umkm Kota Bekasi Di Rawalumbu. Jurnal Kewirausahaan, Akuntansi Dan Manajemen Tri Bisnis, 5(1). https://doi.org/10.59806/tribisnis.v5i1.270
Alifia, N., & Dwiridotjahjono, J. (2023). Reslaj: Religion Education Social Laa Roiba Journal Pengaruh Citra Merek dan Kepercayaan Merek terhadap Loyalitas Merek Lipstik Wardah : Studi pada Pelanggan Lipstik Wardah di Surabaya. Religion Education Social Laa Roiba Journal, 5(1), 32–44. https://doi.org/10.47476/reslaj.v5i1.1284
Andika, V., Huma, S., Bulan, M. T., Malafu, N., Pertanian, P., & Kupang, N. (2025). Pengaruh Promosi Melalui Konten Instagram @ Kielaquarium Terhadap Keputusan Pembelian Ikan Hias Di Kiel Aquarium Oesapa. Prosiding Seminar Nasional Kontribusi Vokasi 2 Thn 2025, 90–95.
Andjani, S., Sari, D. K., & Hariasih, M. (2025). Keputusan Pembelian Ditinjau Dari Social Media Marketing, Viral Marketing Serta Brand Awareness Pada Produk Camille Beauty. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 76–99. https://doi.org/10.31955/mea.v9i1.4884
Antoni, E. Y., Taan, H., & Juanna, A. (2025). Pengaruh Harga dan Brand Awareness terhadap Keputusan Pembelian pada Konsumen Air Minum Kemasan Merek Boneva di PT. Davincy Airindo Kota Gorontalo. SENTRI: Jurnal Riset Ilmiah, 4(9), 2081–2094. https://doi.org/10.55681/sentri.v4i9.4531
APJII. (2024). Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. Asosiasi Penyelenggara Jasa Internet Indonesia.
Daffa Mahendra, & Rudy P. Tobing. (2025). Pengaruh Social Media Marketing dan Brand Awareness Terhadap Keputusan Pembelian Skintific di Shopee. Jurnal Penelitian Ilmu Ekonomi Dan Keuangan Syariah, 3(1), 166–187. https://doi.org/10.59059/jupiekes.v3i1.2124
Farid Maulana, Juharsah, Yusuf, & Hartini. (2025). Dampak Content Marketing Dan Brand Image Terhadap Keputusan Pembelian. Jurnal Manajemen Dan Kewirausahaan, 17(1), 63–74. https://doi.org/10.55598/jmk.v17i1.26
Fatmasari, A. N., & Barusman, M. Y. S. (2025). Pengaruh Citra Merek dan Kesadaran Merek Terhadap Keputusan Pembelian Produk Skintific Pada TikTokshop (Studi Kasus Mahasiswa FEB Universitas Bandar Lampung). ECo-Buss, 7(3), 1901–1912. https://doi.org/10.32877/eb.v7i3.2059
Firnanda, T. P., & Saptaria, L. (2024). Pengaruh Harga , Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Pada UD Kerupuk Rambak Lestari Eco Tulungagung. Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri, 9(2), 383–402. https://doi.org/DOI: https://doi.org/10.30737/ekonika.v9i2.5764
Gulo, I., & Suhardi, S. (2025). Pengaruh E-Wom, Kepercayaan Konsumen Dan Brand Awareness Terhadap Keputusan Pembelian Produk Skincare Ms Glow Di Kota Batam. SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa, 7(2), 41–49. https://doi.org/10.33884/scientiajournal.v7i2.9645
Hair, J. F., & Sarstedt, M. (2021). Explanation Plus Prediction—The Logical Focus of Project Management Research. Project Management Journal, 52(4), 319–322. https://doi.org/10.1177/8756972821999945
Hartono, C., & Tjiptodjojo, K. I. (2024). Pengaruh Kesadaran dan Citra Merek terhadap Keputusan Pembelian. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 7(3), 2691–2697. https://doi.org/10.54371/jiip.v7i3.3793
Ihzaturrahma, N., & Kusumawati, N. (2021). Influence of Integrated Marketing Communication To Brand Awareness and Brand Image Toward Purchase Intention of Local Fashion Product. International Journal of Entrepreneurship and Management Practices, 4(15), 23–41. https://doi.org/10.35631/ijemp.415002
Jannah, B. P. dan L. miftahul. (2024). Metodologi Penelitian Kuantitatif. In PT Rajagrafindo Persada (Vol. 3, Issue 2).
Juliandi, A. (2018). Structural equation model based partial least square (SEM-PLS). Batam: Universitas Batam.
Maria, V., Fauzan Hidayatullah, A., Emmelly Devy Tunning Putri, U., Sabilah, R., Nurul Mursidah, N., Putri Ramdhany, L., Aqsyal Syauqi, F., & Artikel, I. (2024). Pemanfaatan Pemasaran Melalui Media Sosial Terhadap UMKM di Kota Serang How to cite. Benefits: Journal of Economics and Tourism, 1(1), 1–15.
Mustiko, A. B., & Trisnawati, N. (2021). Pengaruh Keterampilan Mengajar Guru, Kesiapan Belajar Dan Motivasi Sebagai Variabel Intervening Terhadap Hasil Belajar Siswa. Journal of Office Administration : Education and Practice, 1(1), 42–52. https://doi.org/10.26740/joaep.v1n1.p42-52
Musyaffi, A. M., Khairunnisa, H., & Respati, D. K. (2022). KONSEP DASAR STRUCTURAL EQUATION MODEL- PARTIAL LEAST SQUARE (SEM-PLS) MENGGUNAKAN SMARTPLS. Pascal Books.
Natali Setiawati, D., & Sirait, T. (2024). Influence of Social Media Marketing Instagram and Brand Awareness on Purchase Decisions of PT. Mepro’s Products. Journal of World Science, 3(7), 860–874. https://doi.org/10.58344/jws.v3i7.690
Priyatna, E. H., & Kamilah, R. A. (2023). Citra Merek Dan Kesadaran Merek Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (Amdk) Club. Digital Business Journal, 2(1), 48. https://doi.org/10.31000/digibis.v2i1.9322
Putra, B., Pratama, E., Setianingrum, V. M., & Sos, S. (2025). Pengaruh Sosial Media Marketing Instagram Terhadap Keputusan Pembelian Produk Makanan Laziza. The Commercium, 09(03), 75–89. https://ejournal.unesa.ac.id/index.php/Commercium/article/view/68150/50260
Ro’if, M., Afirianto, T., & Wijoyo, S. (2024). Pengembangan Sistem Informasi Praktik Kerja Lapangan (PKL) Siswa Berbasis Website Menggunakan Metode Extreme Programming (Studi Kasus: SMK Negeri 1 Sumenep)Pengembangan Sistem Informasi Praktik Kerja Lapangan (PKL) Siswa Berbasis Website Menggunakan Metod. Jurnal Teknologi Informasi Dan Ilmu Komputer, 11, 1–10. https://doi.org/10.25126/jtiik.20241116452
Safitri, F., Mega, W., Saptaria, L., & Manajemen, F. E. (2023). Pengaruh Social Media Marketing Instagram, Kualitas Produkdan Keragaman Menu Terhadap Keputusan Pembelian Pada kedai Kopi Minimaxx Kota Kediri. Neraca Manajemen, Ekonomi, 1(11).
Santoso, I., & Saptaria, L. (2025). Analisis Pemanfaatan Instagram dan WhatsApp dalam Meningkatkan Loyalitas Pelanggan Bisnis Katering Janlekoh Kitchen. Jurnal Manajemen Dan Bisnis Jayakarta, 6(2), 210–223.
Siahaan, F. S., Beryansyah, B., Purnawan, L., Hasan, R., & Priscillia, A. S. (2025). Impact of Influencer Endorsement on Purchase Decision: Mediating Role of Brand Image and Moderating Effect of Customer Trust. International Journal of Management and Digital Business, 4(1), 19–31.
Suarmaja, I. B. K., Suarmanayasa, I. N., Susila, G. P. A. J., & Atidira, R. (2023). Word of Mouth Marketing atau Social Media Marketing yang Lebih Efektif dalam Keputusan Memilih Program Studi S1 Manajemen Di Universitas Pendidikan Ganesha. Bisma: Jurnal Manajemen, 9(1), 32–37. https://doi.org/10.23887/bjm.v9i1.60940
Teodora Septiana, Winanti Winanti, Karnawi Kamar, Tiana Indry Gunawan, & Indah Anggraeni Purnama Sari. (2025). The Effectiveness of Social Media Advertising and Brand Image in Attracting New Students in College : (Case Study on the Global Institute). International Journal of Economics and Management Research, 4(3 SE-Articles), 47–55. https://doi.org/10.55606/ijemr.v4i3.495
Utami, & Arjuna. (2024). Pengaruh Kesadaran Merek dan Citra Merek Terhadap Keputusan Pembelian dengan Kepercayaan Merek Sebagai Variabel Mediasi pada Kopi Nako. Jurnal Manajemen Riset Inovasi, 2(4), 90–106.
We Are Social. (2024). Global Digital Report 2024. We Are Social.
Yamin, S. (2021). Smart-PLS 3, AMOS & STATA: Olah Data Statistik (Mudah & Praktis). Dewangga Energi Internasional Publishing.
Yastutik, S. H. A., & Prapanca, D. (2024). Pengaruh Duta Merek, Kualitas Produk, dan Pemasaran Digital pada Keputusan Pembelian Produk Kecantikan. Interaction Communication Studies Journal, 1(2), 329–348. https://doi.org/10.47134/interaction.v1i2.2974
Yolanda, V., & Pribadi, M. A. (2025). Menciptakan Brand Awareness Dalam Strategi Komunikasi Pemasaran Melalui Platform Media Sosial. Kiwari, 4(2), 259–264. https://doi.org/10.24912/ki.v4i2.34981
.png)
